There are many things to consider when deciding to add a new platform to your social media mix; audience, time commitment, ROI to name just a few. Below we recap some key insights, demographics, and usage recommendations to help guide your decision.
DEMOGRAPHICS
Users 25–34 years old are the largest demographic (26.3%)
19.3% were male users between 25 and 34 years old and 13.1% were female users in the same age range. While Facebook users can be found at all ages, 72.8% are within the 18–44 years range
32% of 12–34-year-olds use Facebook the most
86% of internet users with $100k+ income use Facebook
98.3% of users accessed Facebook via any kind of mobile device and 79.9% of users only used mobile
73% of U.S. Facebook users log in daily
The highest engagement days on Facebook are Tuesday, Wednesday, and Friday Saturday is the worst day for engagement
More than 1.4 billion people use Facebook Groups every month
81% of U.S. moms on social media use Facebook
Facebook is the world’s third-most-visited website
More than half of American users check Facebook several times per day
The average user spends 38 minutes per day on Facebook
# of monthly active users: 2.7 billion
Gender: 44% female, 56% male
POSTING
Best time to post on Facebook: Tuesday, Wednesday, and Friday between 9 a.m.–1 p.m.
Best days: Tuesday, Wednesday Friday
Worst day: Saturday
TYPES OF CONTENT
Blog posts
Curated content
Guides
Photos
Videos
Video stories
Live videos (FB Live)
Infographics
Testimonials/reviews
Announcements
Contests
DEMOGRAPHICS
Users 25–34 years old are the largest demographic (33.1%)
On average Instagram users engage most in the afternoon, particularly between 1:00 p.m. and 5:00 p.m.
Carousels get more organic interactions than both video and images on Instagram
62% of Instagram users log in daily, while 42% of users check their account multiple times per day
Instagram is used by 25% of smartphone users
#Love is the most used hashtag on Instagram; it has been used more than 1.7 billion times
9 in 10 people on Instagram follow a business account
53% of U.S. moms on social media use Instagram
500 million accounts view Instagram Stories every day
The average user spends 29 minutes per day on Instagram
# of monthly active users: 1 billion
Gender: 57% female, 43% male
POSTING
Best times to post on Instagram: Tuesday 11 a.m.–2 p.m., Monday through Friday 11 a.m.
Best day: Tuesday
Worst day: Sunday
TYPES OF CONTENT
In-feed video posts
Mixed media carousels
Short-Form Videos: (Reels + Stories)
Live videos
Images with minimal text; quotes, tips
Video testimonials
Influencer partnerships
TIKTOK
DEMOGRAPHICS
1+ billion monthly active users
138 million active users in the U.S.
Over 60% of users in the US are between the ages of 10 and 29
21.7% of TikTok's active user accounts in the U.S. are 30-39
Nearly 60% of TikTok users are female
Nearly 70% of American teens have an active account
The majority of people use TikTok to find funny/entertaining content
TikTok ranks as the second-biggest app in consumer spend:
More than 63% of ads that showcase a product or message in the first three seconds get clicked on the most
Almost 50% of the best-performing ads on TikTok strike an emotional chord
33% of top-performing ads on TikTok have a speaker talking directly to the audience
TikTok showed a 10% better ad receptivity on average compared to other platforms
POSTING
TikTok recommends posting 3-5 times per week, similar to other social media platforms.
Maximum length of content is 60 seconds on the app, can be longer if you manually upload (up to 3 mins).
TYPES OF CONTENT
In-feed video posts
Click to learn more about small business data analytics.
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